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Valentine’s Day forecast — the perfect storm?
Attempting to forecast Valentine’s Day flower sales is a process of studying all of the available data and then, as my Army drill instructor used to say, “simply making a scientific wild (bleep) guess.” However, some industry professionals say there is one factor that really affects holiday sales and that is the day of the week that Valentine’s Day lands on. Berne Llewellyn, floral buyer at Whole Foods for the Florida region, told The Produce... Read more
Valentine’s Day Florida greens forecast
Since early October when Hurricane Matthew delivered a devastating blow to Florida’s growers of cut foliage, there’s been concern about the greens supply for Valentine’s Day. I recently conducted a phone interview with Jana Register, director of sales and marketing at FernTrust Inc. in Seville, FL, a cooperative of central Florida growers supplying cut foliage to the wholesale market and to bouquet companies, to discuss hurricane recovery and the... Read more
FTD Cos. Inc., a floral and gift company, announced in a news release dated Nov. 4 that Christopher W. Shean, one of the company’s directors since December 2014, has been appointed interim president and chief executive officer, effective immediately. Shean succeeds Robert S. Apatoff, who has stepped down from these positions and from FTD’s board of directors. Apatoff will continue in a transitional advisory role to the company through Dec. 31, 2016. “I... Read more
Texas-based grocery retailer H-E-B has expanded its floral business by opening a state-of-the-art floral design studio, H-E-B Blooms Design Studio, in Houston Nov. 2, according to a news release. The studio consists of more than 14,000 square feet of refrigerated design space. “H-E-B is excited to expand its customer offerings and set the new standard in the Houston market when it comes to flowers,” said Erin Esensee, H-E-B Blooms senior manager of... Read more
The Florida Nursery, Growers and Landscape Association will host the 2017 Tropical Plant Industry Exhibition Jan. 18-20 at the Broward County Convention Center in Fort Lauderdale, FL. The three-day national event, which is held annually, showcases the latest trends in floral, foliage and tropicals in a virtual living indoor garden that covers 200,000 square feet. With more than 400 exhibiting companies in over 800 booth spaces, TPIE offers buyers a wide array of... Read more
Tradewinds International, a floral consolidation company based in Boulder, CO, recently announced in a news release the acquisition of the FlowersOnline e-commerce platform. The renamed site,, serves as an online source of flowers for wholesalers that are part of the Tradewinds International group. The site posts present and future inventory of farms from all over the world, as well as domestic suppliers in California and importers in Miami,... Read more
As of Nov. 1, Netherlands-based Chrysal is the exclusive distributor worldwide for the Aquastick, an innovative watering system that transfers water naturally from a reservoir in the cover pot to the potted plant, according to a news release. Anthurium grower Stolk Bros. and ceramic supplier Pottery Direct, both based in the Netherlands, developed the Aquastick and together they will continue to develop the concept further. The water reservoir in a potted plant... Read more
Delaware Valley Floral Group announced in a news release the opening of its new Sales & Distribution Center in Cranberry Township, PA, just north of Pittsburgh. The 10,000-square-foot facility consolidates distribution and logistics for the recently acquired Pittsburgh Cut Flower Co. and also houses offices for the DVFlora Pittsburgh sales team. The Cranberry facility is designed to improve service-level commitments to DVFG’s growing customer base in... Read more
WF&FSA Floral Distribution Conference sets another attendance record in 2016
Over 860 attendees converged on Miami for the 2016 Wholesale Florist & Florist Supplier Association’s Floral Distribution Conference Oct. 19-21. Held at the Miami Airport Convention Center for the first time, the conference set yet another attendance record for WF&FSA. The show floor was brimming with enthusiasm as exhibitors and attendees networked and discussed business trends and opportunities. Around 110 suppliers set up their products in the... Read more
Poinsettia guide — history, selection and care tips for a Christmas favorite
The poinsettia is a native plant to Mexico and Central America, where it grows wild to heights of 10 feet or more before blooming for a short time in winter. The Aztecs made medicines from the plant’s milky white sap to treat fevers and skin infections and they crushed the poinsettia’s red leaves to produce dyes for textiles and cosmetics. Beginning in the 17th century, Franciscan friars in Mexico included poinsettias in Christmas religious celebrations.... Read more
Amaryllis offers Christmas versatility
Amaryllis flowers — scientific name Hippeastrum — are traditionally grown as potted bulbs around the holidays, but can actually last longer when cut and put into a vase or an arrangement. And besides the benefit of a beautiful floral arrangement, cutting the flowers can also help the amaryllis bulb bloom again, according to Horticulture magazine. “Being from Hippeastrum country, I was raised working with these amazing and exotic flowers and I... Read more
It’s easy to come up with new ideas, but harder to let go of old ones. The truth is if we want to add “newness” to our businesses, then we must make room by letting go of “oldness.” None of us has a crystal ball, but we do have plenty of data showing the way consumers are making purchases is rapidly changing. Here are some of the most important retail technologies for us to watch in 2017. Social media selling.Facebook, Twitter and... Read more
Petal It Forward brought smiles across U.S. with flower giveaway
The Society of American Florists and florists across the U.S. randomly surprised people on the street with free flowers Oct. 19 during 262 events in 234 cities in all 50 states. Each recipient was given two fresh bouquets — one to keep for themself, and one to share with anyone of their choosing. There were many smiling faces as people all over the country experienced “flower power” firsthand. “We are thrilled by the outpouring of enthusiasm... Read more
It’s not too early to begin planning for International Women’s Day
Even though we’re all currently preparing for the Christmas holiday season and Valentine’s Day, it’s also time to begin making plans for International Women’s Day. Observed annually worldwide on March 8, Women’s Day has become the fastest growing floral-focused holiday in the U.S. The earliest Women’s Day observance was held in 1909 in New York and it is now an official holiday celebrated in more than 24 countries around the... Read more
As your Thanksgiving dinners digest, the retail world recovers from Black Friday, and we push ahead into the Christmas holiday season, it’s time to develop plans for Valentine’s Day 2017. To assist, we furnish an update on the post-hurricane Florida greens supply and floral industry professionals provide forecasts about Valentine’s rose production and the holiday in general. In this edition we also report on two popular Christmas holiday flowers... Read more
New attendance record set at PMA’s Fresh Summit in Orlando
The Produce Marketing Association’s Fresh Summit & Expo Oct. 14-16 in Orlando, FL, drew 20,889 attendees from 65 countries, setting a new East Coast attendance record, according to a news release. The three-day event showcased new products, trends and technologies with more than 80 exhibiting floral companies —13 percent more than last year — in a sold-out Floral Pavilion. “The show was bigger than last year, with some new flower farms... Read more
The Shinoda Foundation once again recognized horticulture’s top students with six scholarships, plus grants, to colleges and universities totaling nearly $19,000, according to a news release. “These students represent horticulture’s best and brightest,” said Bob Otsuka, president at the foundation. “It’s our industry’s duty to grow our future, and we’re proud to play a small role.” Students from horticulture... Read more
The American Floral Endowment’s annual fundraising dinner was attended by nearly 300 industry members and was held on Sept. 22, in conjunction with the Society of American Florists Annual Convention in Maui, according to a news release. The event included the screening of AFE’s new video that highlights floriculture success stories; honored industry champions; raised money for floriculture; recognized donors reaching new giving levels; and featured live... Read more
TPIE 2017 to offer the opportunity for ‘Elevating Expectations’ at show
The 2017 Tropical Plant Industry Exhibition is the place to learn about the newest trends, not only for plants, but as they relate to consumers, lifestyle and wellbeing. Scheduled for Jan. 18-20 in Fort Lauderdale, FL, and offering a diverse collection of tropical plants, foliage and related products from over 400 leading companies, TPIE brings together thousands of buyers and producers to connect ideas, people and products. Exhibitors will highlight the items... Read more
The Floral Marketing Research Fund announced the appointment of Gabriel Becerra, president of Golden Flowers in Miami, as the new president of the organizarion. Becerra succeeds Paul Bachman, retired president of Bachman’s Inc. in Minneapolis, who completed his two-year Floral Marketing Research Fund presidency. “I am very happy to lead the efforts of the FMRF to provide the industry with much-needed support in consumer marketing research, which will... Read more